Search engine optimisation

Local SEO and Google Business Profile

The map result comes before the first link: Google Business Profile, consistent business data, local pages and reviews.

The map result comes before the first link

What is local SEO?

It means that when someone near you searches for a service, you appear among the map results. On Google these results show above the traditional links, and according to Seer's 2026 analysis, "near me" type searches often come with an AI overview as well.

With multiple locations, every site gets its own profile and its own page.

Reviews

By the rules

Askevery customer

Reviewno cherry-picking

Replyto every one

Handlingnegative ones too

What we don't do

no rewards for reviews
no asking only satisfied customers

According to Google's rulesA recent, answered review counts in the result and in the decision.

Reviews by the rules

We ask for reviews, reply to them and handle the negative ones, but without incentives or cherry-picking, in line with Google's rules.

Fresh reviews with replies count both in the map result and in the customer's decision.

What do we fix in the Business Profile?

A complete profile, and the name, address and phone number written the same way everywhere: on the website, on the map, in directories.

business data

Name, address, phone number, written exactly the same way everywhere.

A differently written address or an old phone number costs trust, in the eyes of Google and the customer alike.

opening hours

Regular opening hours, public holidays and special hours.

The customer plans around these before setting off to you.

services

A list of services and products, in the customer's words, with short descriptions.

This way the profile shows exactly what you offer, not just the category.

photos

Interior and exterior photos, team, products, entrance.

This is how the customer recognises the place before arriving.

description

A short, precise description of what you do and for whom.

No keyword stuffing, with the same message that appears on the website.

Local SEO checklist

What it takes to appear in the map results.

Area	What we set up
Google Business Profile	category, description, opening hours, photos, services
NAP data	name, address, phone consistent everywhere
Local page	a dedicated subpage per location, with its own content
Structured data	LocalBusiness schema on the website
Reviews	requests, replies, management by the rules

Local page and tracking

Local pages per location

Every location gets its own subpage on the website: address, map, opening hours, the services available on site, the team, photos. This page is linked to the Business Profile and tells Google where you are through structured data.

This way the map result and the website say the same thing.

Full measurement

From event to destination

own serverdata.yourcompany.com

Formgenerate_lead

Callclick_to_call

Bookingbooking_complete

Purchasepurchase

GA4

Google Ads

Meta CAPI

TikTok

Every business event under its own nameA real customer, not a click. Consent is respected.

Tracking: calls, directions, bookings

The Business Profile statistics show calls, direction requests and website clicks. On the website we track calls, bookings and form submissions as dedicated events, so you can see how many customers come from the map.

Details on the website analytics page.